Can fashion blogs function as a marketing tool to influence consumer behavior? Evidence from Norway

Halvorsen, Katarina; Hoffmann, Jonas; Coste-Manière, Ivan; Stankeviciute, Rasa

doi:10.1080/20932685.2013.790707

Cited by 84 publications

(62 citation statements)

References 8 publications

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“…Fashion is a popular style or practice, reflecting cultural and societal values (Halvorsen, Hoffmann, Coste-manière, & Stankeviciute, 2013) and carrying the purpose of esthetic expression (Sproles, 1974). The definition of fashion can be understood as everything that is worn on the body and that is done to or with the body (such as adornment; Barnard, 2014).…”

Section: Introductionmentioning

confidence: 99%

Deception in cosmetics advertising: Examining cosmetics advertising claims in fashion magazine ads

Fowler

Reisenwitz

Carlson³

2015

Journal of Global Fashion Marketing

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The FDA has only focused upon the physical safety of cosmetics and has ignored the significant reasonability of advertising claims. As such, the present article is intended to examine/ascertain the extent to which cosmetics claims contain deceptive content in fashion ads. Through a content analysis, the study reported herein revealed that cosmetics claims were not evenly distributed. To that end, the preponderance of the claims appeared to be described primarily by three categories (scientific, performance and subjective). The results also showed that more cosmetics claims were classified as deceptive than were deemed as acceptable. Close examination of these trends revealed that, for instance, most superiority claims were categorized as false, whereas scientific claims tended to be classified as vague or as omitting important information. Furthermore, performance claims were likely to be viewed as vague and endorsement claims were seen to be acceptable. The study concludes with practical and public policy suggestions that need to be addressed by advertisers and the FDA.

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Section: Introductionmentioning

confidence: 99%

Deception in cosmetics advertising: Examining cosmetics advertising claims in fashion magazine ads

Fowler

Reisenwitz

Carlson³

2015

Journal of Global Fashion Marketing

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“…Some of the questions orienting this research were adapted from authors such as Huang, Chou and Lin (2008), that mention the main motivation for consumers as following an opinion leader; Halvorsen et al (2013) who refer to the techniques deployed by brands in their relationships with blogss; Kim and Jim (2006) who focus on the strategies and programs developed by brands specifically for blogs; Kulmala (2011) who draws inspiration from the contents that are most frequently associated with fashion and beauty blogs; and, finally, Goldsmith and Clark (2008) who provide the basis for formulating the questions related to opinion leadership, seeking out opinions and the uniqueness of consumers.…”

Section: Methodsmentioning

confidence: 99%

“…Currently, fashion and beauty brands are undertaking specific strategies and programs for bloggers. Halvorsen et al (2013) refer to some of the techniques applied by brands. For example, paid posts (monetary incentives to bloggers to generate eWOM and share posts about their products); affiliation programs (programs that brands in the fashion and beauty areas establish with in partnership with opinion leaders with returns for both parties); brand publicity banners; the gifting of products to bloggers (clothing, makeup, accessories); bloggers as brand representatives; securing their presence at events and competitions; and the review systems and blogs run by the brands themselves (online commentaries and recommendations).…”

Section: The Influence and Contents Of Fashion And Beauty Blogsmentioning

confidence: 99%

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Influence Marketing in the Fashion and Beauty Industry

Paço

Oliveira

2017

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This research aims to identify the importance that influence marketing today plays in fashion and beauty blogs, thus grasping whether these blogs influence the consumer/follower, and simultaneously analysing the motivations that lead followers to consult blogs as well as understanding whether the influence wielded through blogs generates impacts on the attitudes and behaviours in the purchase. A descriptive and quantitative study was developed, with the objective of identifying the importance that influence marketing assumes within the scope of fashion and beauty blogs. To this end, a questionnaire survey was carried out with the target audience composed of the followers of the various fashion and beauty blogs. Results point that influence marketing does impact on purchasing intentions as regards the products presented as well as on attitudes and behaviours towards fashion and beauty. Consumers hold favourable opinions towards blogs, irrespective of the age group, with the majority openly accepting that they identify and relate to the bloggers and their blogs. There is a higher frequency of accessing blogs among the older respondents and their motivations to follow these blogs stem from wishing to keep up with the trends and seeking out information.

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“…The fast fashion industry continuously faces challenges in satisfying consumers' desire for new products faster (Cook and Yurchisin, 2017), which results in the need to continuously investigate the market to quickly understand the demand and to respond accordingly. Past studies investigate the role of online consumers' generated contents, in terms of ratings, photographs, reviews that includes personal opinions and recommendations spread throughout social media, online platforms for e-commerce, bookings and products/activities reviews lead to a massive amount of data that marketers might access to improve decision making processes (Chong et al, 2017;Fan et al, 2015;Gensler et al, 2015;Halvorsen et al, 2013;, by impacting competitive and marketing intelligence (Fleisher, 2008;Xu et al, 2011). Social networks such as Pinterest, Twitter, Facebook, etc.…”

Section: Introductionmentioning

confidence: 99%

Making sense of consumers’ tweets

Pantano

Giglio

Dennis

2019

IJRDM

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Purpose Consumers online interactions, posts, rating and ranking, reviews of products/attractions/restaurants and so on lead to a massive amount of data that marketers might access to improve the decision-making process, by impacting the competitive and marketing intelligence. The purpose of this paper is to develop understanding of consumers online-generated contents in terms of positive or negative comments to increase marketing intelligence. Design/methodology/approach The research focuses on the collection of 9,652 tweets referring to three fast fashion retailers of different sizes operating in the UK market, which have been shared among consumers and between consumer and firm, and subsequently evaluated through a sentiment analysis based on machine learning. Findings Findings provide the comparison and contrast of consumers’ response toward the different retailers, while providing useful guidelines to systematically making sense of consumers’ tweets and enhancing marketing intelligence. Practical implications The research provides an effective and systemic approach to accessing the rich data set on consumers’ experiences based the massive number of contents that consumers generate and share online and investigating this massive amount of data to achieve insights able to impact on retailers’ marketing intelligence. Originality/value To best of the authors’ knowledge, while other authors tried to identify the effect of positive or negative online comments/posts/reviews, the present study is the first one to show how to systematically detect the positive or negative sentiments of shared tweets for improving the marketing intelligence of fast fashion retailers.

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Can fashion blogs function as a marketing tool to influence consumer behavior? Evidence from Norway

Cited by 84 publications

References 8 publications

Deception in cosmetics advertising: Examining cosmetics advertising claims in fashion magazine ads

Deception in cosmetics advertising: Examining cosmetics advertising claims in fashion magazine ads

Influence Marketing in the Fashion and Beauty Industry

Making sense of consumers’ tweets

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